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Published on: August 29, 2018
Media multitasking behavior: concurrent television and computer usage
1Department of Marketing, Carroll School of Management, Boston College, Chestnut Hill, Massachusetts 02467, USA. brasels@bc.edu
Cyberpsychology, Behavior and Social Networking
|March 9, 2011
Summary
Individuals frequently switch between computer and television content, spending most time on computers. Objective data reveals extreme media switching rates, with participants significantly underestimating their behavior.
Area of Science:
- Media Psychology
- Human-Computer Interaction
- Cognitive Science
Background:
- The media landscape increasingly involves simultaneous computer and television use, a phenomenon termed media multitasking.
- Limited research exists on how individuals navigate this complex media multitasking environment.
- Prior studies suggest potential limitations in self-insight regarding media consumption and multitasking behaviors.
Purpose of the Study:
- To conduct direct observational research on how individuals engage in media multitasking.
- To investigate gaze patterns and switching behavior when using computers and televisions concurrently.
- To compare media multitasking patterns between younger and older individuals.
Main Methods:
- A laboratory experiment was conducted involving concurrent computer and television usage.
- Objective data was collected on participants' gaze duration and media switching frequency.
- Participants' self-reported switching behavior was compared against objective observational data.
Main Results:
- Individuals predominantly attended to the computer during media multitasking, with shorter gazes overall.
- Participants exhibited an extremely high media switching rate, averaging over 4 switches per minute.
- Self-reported switching behavior was significantly inaccurate, with participants recalling only 12% of their actual switching rate.
Conclusions:
- Media multitasking environments are characterized by rapid, frequent switching between digital and broadcast media.
- Objective observation is crucial for understanding media multitasking, as self-insight is limited.
- Future research should explore individual differences and the implications of high media switching rates.
